Marketing to Youth

Reaching a young audience

Marketing to Youth


Terence Ling, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study shows how AIA, one of Asia's best-known insurers, tackled its problem of high awareness but low consideration by rebranding across Asia with an optimistic but realistic message that people could relate to.


Milo Chao and Catherine Talpey, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Adidas, the sportswear brand, launched its first-ever local campaign targeting Chinese women by focussing on 'sisterhood'.


Sunaina Sainath and Karishma Frank , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Procter and Gamble (P&G) revived its Old Spice men's fragrance brand in India by appealing to younger men with a message built on transitioning from boy to man.


Kawal Shoor, VR Rajesh and Pallavi Nayak, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study illustrates how Tata Sky, the TV provider, halted the decline of its premium TV recording box by changing its marketing message to better fit the culture of Indian men.


Zaara Ahmad , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Cadbury launched a new premium brand - Silk - in India to tackle a supply problem and increase its value share of the market, by targeting young people with an indulgent message that reflected their different approach to public displays.


Sonal Jhuj and Deboleena Chatterjee, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study describes how Clean & Clear, a leading teen skincare brand globally, launched its fruit facewash to Indian teenage girls with the promise of giving them the energy to get up and start the day.


Josy Paul, Rajdeepak Das, Hemant Shringy and Sandeep Sawant , Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Gillette, the shaving brand, created a social movement to appeal to men and win back respect for men in a difficult social climate in India.


Yudhishthir Agrawal, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Johnnie Walker, the scotch whisky brand, reversed its decline in India by appealing to younger consumers with a brand extension.


Kaiyu Li, Warc Prize for Asian Strategy, Shortlisted, 2014

This case study explains how Mizone, a soft drinks brand, reinvigorated itself in China by targeting young people with an 'antidote to stress' message.

WARC RECOMMENDS


BEST PRACTICE

How to market to youth

Practical tips, examples and recommended reading


TRENDS

Emerging Adulthood

The new life stage that insights teams must investigate


CASE STUDY

Dead Space 2

A video game exploits generational divides


CASE STUDY

Met Police: The case in defence of Deon

Appealing to youth via a Facebook "whodunnit"